[ KEEPING YOUR COFFEE WARM ]

This project is a good example of analyzing a brand by combining brand vision, market opportunity, and product opportunity together to create a product that has never produced before by this brand. The purpose of this project is digging deeper into the characteristics

of Illy and finding a new design direction that has not yet been explored by Illy. 

BRAND VISION

The principle of Illy is constantly pursuing perfection. Illy focuses on the high quality of its coffee, the best technology of making coffee, and the beautiful appearance of its coffee cup. At the same time, Illy pays more attention to a positive, enthusiastic, and thoughtful attitude for serving people.

MARKET OPPORTUNITY

64%

71%

43%

There are 64% of people are unwill-ing to drink a cup of hot coffee again when the coffee cools down.

On a cold day, 71% of people would like to choose a cup of hot coffee to warm them up.

Over two-fifths of people prefer

using a coffee cup than a paper cup when they drink coffee.

In conclusion, when people drink a cup of coffee, over half of them pay more attention to the temperature of their coffee because it will affect the taste

of the coffee. Also, nearly half of people use a coffee cup instead of a paper cup because they prefer drinking coffee inside, which means there is still a market for coffee cups. In addition, most people choose to drink a cup of hot coffee

in cold weather because of warming up and keeping energy. However, the hot coffee will be easy to get cold by the cold day.

PRODUCT OPPORTUNITY

+

According to the analysis of the market opportunity, people consider more about the temperature of their coffee because they not only care about the taste of coffee, but also need a cup of hot coffee for keeping energy in a cold day. Therefore, there is a product opportunity that is improving

the drinking coffee experience.

DESIGN EXPLORATION

PRODUCT DISPLAY

The red base is a coffee heater with a USB charger. People can use it to set their own coffee temperature

and keep their coffee warm for a long time.

DESIGN MOCKUP

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